... preserve fair competition among firms and foster the green market. Practical implications This study primarily focuses on for-profit firms, offering valuable insights into the role of corporate green initiatives in enhancing green brand reputations. These insights are relevant to corporate strategists...

... States of America Consumer behaviour Marketing strategy Green marketing Brand commitment Societal marketing Skepticism Sustainability Sustainability is currently regarded as a vitally important business goal that has a profound impact on firm competitiveness. Many companies now...